Limezhoi: Minimizing mobile ads to user experience interference

Limei Advertising Media Vice President Zhaijiang

2012 Guangdong Internet Conference was held at Poly World Trade Expo Hall Fifth, no. 1000th Haizhu District East Road, Guangzhou, from December 14 to 15th. This meeting is hosted by Guangdong Internet Association, organizing Committee of Guangdong Internet Congress and the media consulting Group. The conference focuses on the Internet industry new ideas and digital media era, in-depth focus on the Internet industry resource integration. Limei, vice president of advertising Media, Zhaijiang a keynote address.

Zhaijiang said that mobile advertising to the benefit of three parties, for advertisers to put the conversion effect of good, the media is high income, the user experience interference to the minimum.

The following is a transcript of the speech:

Zhaijiang: Thank you very much for hosting the conference, including today's award for the best mobile advertising media. When the leader asked me where I was, I was embarrassed to say it was in Beijing. Today is I joined the United States is the first time in public speech, first to clarify with you, introduce the CEO of the album, wrote is 9-year-old entrepreneurship, is actually 19-year-old entrepreneurship.

Today's topic is "mobile internet advertising status and exploration", I chose to join the United States, you can talk about this reason. We are a company in Beijing, there are offices in Guangzhou, I hope to have the opportunity to communicate with you.

About us, I want to say a very interesting thing, I work last quarter is in Silicon Valley. The person in charge of the speaking Tom Cat told me which advertising league is the biggest in China? Because we went to China to see 12 ad leagues, nine of them said they were the biggest. Let's find some indicators to say what is the biggest. Limei from a leading position in terms of revenue size and financing, these two years have given us a good foundation for better collaboration with developers while constantly trying and exploring new forms of advertising. The reason I left Google is to discover that there are very open and exploratory things about mobile advertising.

Limei itself has done a lot of innovation, if simply want to copy the U.S. model to do a Chinese advertising platform, it is very easy to think of things, such as Chinese companies have also been successful, when they go to the U.S. listing, for example, I am a Chinese Facebook or something. Recently listed companies are yy,yy out of their own way, in the cold winter situation has been recognized by the capital market. I believe Chinese entrepreneurs can walk the Chinese way.

There are some media figures in front of everyone doing mobile internet and I am fast off. The picture now seen is the KDCB partner of the US investor who summed up a very important picture. Now spend 10% of the time on the mobile media, only 1% of the advertising budget is put on the mobile media, this is why? Just a moment to explore.

Now we're looking at a survey by another American agency doing research that reflects the current low CPM in the device business. We see the green on the bottom is the mobile web, the app, the mobile site is relatively stable development, but the development of the app is very fast. What is now seen is the history of PC growth, smartphone growth and the growth of tablet computers.

As you know, the world's first market share in any smartphone, tablet, PC, the first operating system is Android, because Android can not run on the PC, because of the changes in smartphones, Android has more than 70% global market share in smartphones, resulting in more than Windows, Become the world's largest market share of the operating system.

What is the problem now? I believe that many of you are developers, like now see this picture is a very headache, if put in the application of advertising, will see every day broadcast to broadcast to these several ads, the number of advertisers is very small. AdMob in fact, the company was founded in 2007, the idea is very simple, the large-screen pc on the form of the transplant to the phone. Now every thousand show received a lower amount of money, there will be no impact on the user experience? From advertisers, advertisers are relatively slow to accept and how to monitor, how to track, this is a new form of advertising.

Experience, the current conversion rate on mobile devices is challenging. Just now talked about advertising mode, ADMOB, Chartboost. Now see the listed companies I have chat with their principals, found that every advertising platform no matter how big, how small, the most exciting question is what other advertising platforms have different places, they will say their own differences. such as Chartboost only do the ads in the game.

We think that good mobile advertising should be considered from three aspects, to the benefit of three parties. For advertisers, the transfer effect is good, the media is high income, the user experience interference to the minimum.

There must be a brutal reality now, as mobile developers or as users you go to see the ads in the mobile phone is basically the industry's advertising, the so-called industry is mobile applications or mobile games. I'm afraid it won't be too long and there will be problems. This year is a relatively cold year, the past game is a little, like the application if you do not find their own profit model, in the case of capital cold without a lot of money promotion, wait until the number is reduced, will affect the entire mobile advertising upstream. The reality now is that 70% are advertising in the industry. In our view, now the United States to provide two kinds of advertising forms, a display of advertising, we have been thinking, what kind of advertisers suitable for display advertising this form, in fact, this account is very easy to calculate. If one click Is Mao Money, now after the mobile ad users click on the ads into the download, 2% to 5% for mobile apps download. 100 clicks may be downloaded 5 times. 30 dollars to buy 100 clicks 5 times download, each download 6 dollars, and the price of Mao money, advertising brands want to make money, profit, the sustainable business model to stay 30%, 70%, advertisers that end to get 6 dollars to download, is not a sustainable business is not very clear.

On the other hand, there is a chance to display advertising. We have been talking about the advertisers outside the industry, how to let the advertising outside the industry to accept the form of mobile advertising. Many third party data-monitoring companies have been trying to get industry advertisers to accept this form.

Interactive advertising. Previously called in China is more than the integration wall, although we provide points to the end user, but now let him do the action currently more than let users download an application. If you think about this interactive advertising is the essence of advertising platform, mobile applications give incentives for users to do an advertiser want to do the action, can be downloaded applications, can also call, registration form. We believe that the form of interactive advertising will have more opportunities in the future.

Just talked about outside the industry advertisers, in fact, there are brand advertisers. When it comes to advertising outside the industry, advertisers will think of advertisers outside the industry, as well as localized advertisers, and local advertisers have their needs because they may be Guangzhou or Guangdong province. We do the efforts of the brand, and the industry chain advertisers, we want to do a mobile advertising first to solve a problem is landing page, the point of the ads to jump to what page. If the Advertiser on the smartphone jumps onto the Web page, the final conversion on the Internet page is not good. We offer products that help them do the landing page thing and are free service. We also provide two-dimensional code. Many real estate outdoor advertising, magazine print ads, how to let these ads interact with users, two-dimensional code is a way.

Many people say the phone's screen is too small for advertising? and the ad page is limited, everybody opens the advertisement page for example Sina's homepage Dozens of advertisement position, but on the handset basically puts on the form of the advertisement strip.

In addition, interactive advertising is not a better form of advertising? What type of advertising should we give advertisers? Although many of the developers here may not be advertisers, but only let advertisers reach the effect of marketing to accept this form, developers more.

For example, a small broken child shootout game, there is a place to break gold coins, there is a free gold button, after the point of entry into the U.S. advertising, download after the game points. In local and display advertising, through the United States can let advertisers make landing page, better display the form of advertising.

Regardless of everyone in the media cooperation on advertising cooperation everyone interested to welcome everyone to communicate with me, thank you!